摘要
我国的饭店业是随着对外开放的步伐发展起来的，是最早接受国外先进管理经验和技术的行业。然而目前多数饭店的经营管理仍然停留在照撮模仿的初级阶段，缺乏灵活性和创新意识，其中营销就是当前饭店经营需要加强的重要部分。在消费者选择日益多样化，追求个性化的情况下，品牌已具有重要的功能，品牌能够引发偏好、建立偏好，品牌营销能够创造消费者的认同意和建立消费者的品牌忠诚度。本文以现代饭店业的品牌竞争为曾景，从品牌价值入手，分析了我国饭店在品牌营销方面的可行性，并提出了有效的措施及品牌延伸战略。
The hotel industry of the our country develops along with the step that open outwards,accepted the earliest stage forerunner in abroad management experience and technique. However the management of most hotels still stays around the imitative entry--level,and lack the flexibility and creativity. The marketing is a part that hotel need to enhance in current. In the case that the consumers＇ choice is increasing and pursue individuality,the brand has had the important function.The brand can cause the hobby and establish the hobby. The brand--marketing can create the approbation among consumers and establish consumers＇ brand--loyalty. This paper regarding the brand competition of the modern hotels as the background,and commencing from the brand value,analyzes the possibility in brand--marketing in our country,and puts forward some valid measures and brand-- extension strategy.
出处
《中国商贸》
北大核心
2009年第04X期114-115,共2页
China Business & Trade
关键词
饭店业
品牌
营销
Hotel industry
Brand
Marketing
